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在这种通信技术的创新，媒体渠道激增，观众在背景中的主体意识，“互动”的重要性日益凸显，并引入互动创意平面广告的突破和发展注入了新鲜血液。虽然，它是国外印刷广告中的应用有一定的发展，但在这个阶段的国家，它是实际操作中是非常稀缺的，覆盖的规模尚未出现。因此，本文从理论着手，然后创意的交互式应用程序的一个例子，在印刷广告和受众心理，总结其规律，学习他们的经验，结合国内市场现状及发展趋势的根的那种平面广告原因，使一些可行性的建议，提供一些参考和灵感的东西，希望在国内使用的交互式平面广告。

In this communication technology innovation, media channels surge, and audience awareness of subjectivity in the background , "interactive" highlights the growing importance of , and the introduction of interactive creative for print ads Breakthrough and development has injected fresh blood. Although , it is in the application of foreign print ads have a certain development , but at this stage of the country, it is the actual operation is very scarce, covering the scale has not yet emerged . Therefore, this thesis from theory to proceed, then an example of creative interactive applications in print ads and audience psychology, summarize its laws , to learn their experience , combined with the kind of print ads in the domestic market situation and development trend of the root causes , to make some feasibility of the proposal , in the hope of the domestic use of interactive print ads provide some reference of things and inspiration.

今天的社会，数字媒体收敛的结果，但也贡献媒体的界限模糊，印刷广告也不例外，各种事情，包括数字技术，周围环境，甚至自己已经逐渐参与平面广告的消费者，在哪里形成新的印刷广告，互动式平面广告就是其中之一。此外，为促进数字通信的传播环境的变化，一个双向互动的沟通逐渐蔓延发展，“互动”的重要性日显突出。对于剩下的，二维的，单向的传统印刷广告，这竟然是其发展的一个致命的缺陷。与此同时，新媒体技术的变革，不仅有助于大众媒体受众碎片，但碎片观众个性化的消费市场，也促成。

Today's society , digital media convergence result , but also contributed to the media boundaries blur , where print advertising is no exception, all kinds of things , including digital technology , the surrounding environment , and even consumers themselves have gradually involved in the print ads , the formation of new print ads, interactive flat-screen advertising is one of them . In addition, to promote the spread of digital communication environment changes, one-way interactive communication spread gradually to evolve , "interactive" the importance of more obvious each day . For the rest , two-dimensional , one-way traditional print ads, which turned out to be a fatal flaw of its development . At the same time , new media technology changes , not only contributed to the mass media audience fragmentation , but also contributed to the fragmentation of the consumer market , the audience personalization. As Nicholas Negroponte in "Being Digital" said, in the digitalization of the environment, I was, "I " , rather than demographics in a " subset ." At this time , the audience is more likely to have the main choice , actively process information.

From the above, the new situation on the print ads created new requirements. Faced with the new media environment upheaval , print ads , how we break ? How to achieve advertising agonist ? How to achieve the current situation audience interaction with print ads ? In response to these circumstances , print ads also carried out a series of innovations , such as: the multidimensional development and achieve "time" and "space" on the extension ; trying to fit in "interactive" creative print ads can also make "play" Taken together, these print ads abroad already widespread use , but at this stage of China , interactive creative print ads does not have much practical operation , the face of foreign print ads interactive creative wave attack, coupled with